The User Interface Factors Affecting Customer Satisfaction in Information Quality: Online Shopping Malls in Korea

Decision-making for purchasing products and/or services on the Web may not be an easy task for on-line customers, particularly when they experience low-quality user interface. A comprehensive information systems (IS) literature review found that there has been little empirical evidence on the attributes of user interface that affect online customers' information quality satisfaction in a Web context. The goals of this study are to 1) conceptualize user interface attributes in a Web context and 2) examine the relationships between the user interface attributes and online customers’ information quality satisfaction. In addition, since few studies have compared the effects of user interface attributes on online customers' information quality satisfaction, another goal of this research is to examine which user interface attribute has the most significant impact on online customers' information quality satisfaction. Using a survey, this study explored four user interface attributes: accuracy, relevancy, consistency, and accessibility. The results showed that there are strong relationships between perceived user interface attributes and online customers' information quality satisfaction in a Web context. This study also found that user interface consistency and relevancy had the most significant impact on online customers' information quality satisfaction.